Marketing collaboration is nothing new, but this trend has shifted over time. Today, collaborations as a marketing tool are flourishing, primarily with influencers and social media platforms. With a tidal wave of brands jumping on this bandwagon, the question remains: Are collabs a genius trick or just another trend that will burn out?
While there are some noticeable big fails that almost everyone can point to, successful collabs can be marketing blockbusters. At Blue Zone Marketing, we are big believers in collaborations, and the right combo can provide a significant boost to both brands, even when they seem like they do not have a natural connection to one another.
The Influence of Collaborations
Brand partnerships work by combining the influence of two or more entities. They can provide a powerful opportunity for brands to access each audience, increase interest, and create new and exciting products that drive consumer engagement. While some collaborations are widely regarded as historic successes, others have left people wondering what the companies were thinking. And therein lies the genius of successful collabs: finding a combo that hits both brand audiences with the right touch. Here are a few creative, thriving case studies that prove strategic and professional marketing is essential for successful collaborations.
1. Heinz x Absolut Vodka
In 2023, Heinz and Absolut Vodka collabbed to create a limited-edition tomato vodka pasta sauce, blending their reputations for premium products. Although the partnership was initially met with skepticism, the collaboration was an unexpected success.
What happened?
- Sales Boost: The collab resulted in a 52% increase in sales across the company’s pasta sauce range, with the limited-edition vodka pasta sauce sold out within stores and online.
- Retail Performance: Astonishingly, with the category average only maintaining seven units per week, the pasta sauce sold more than 55 units per store each week.
- Recognition: The collaboration earned the 2023 Marketing Week Award for Sponsorship and Partner Marketing, solidifying this effort as one of the most successful cross-promotions of the year.
The Heinz x Absolut combination hit all the marks because it created a novel, intriguing product for both brands’ consumers. It also leveraged the concept of exclusivity, escalating demand and consumer urgency.
2. Crocs x KFC
In 2020, Crocs and KFC unexpectedly launched a limited-edition clog inspired by KFC’s iconic fried chicken. Although the shoes, flaunting red and white stripes and even chicken-scented Jibbitz™ charms, were insanely quirky, they became an instant success, proving that even the most random combinations, with the right marketing strategies, can perform.
What happened?
- Performance: These quirky shoes sold out within just half an hour of their release, mastering scarcity marketing and viral anticipation tactics.
- Social Media Engagement: Crocs took advantage of Instagram, amplifying the product launch, posting about the collaboration and earning over 46,000 likes, far exceeding their average.
- KFC’s Digital Engagement: The marketing campaign created a 103% increase in KFC’s digital engagement, increasing overall orders for the company.
This playful and unexpected cooperation created a trending buzz on social media. The novelty of the product engaged the public’s imagination and gave increased attention to the two brands.
3. Charlotte Tilbury x F1 Academy
In 2024, a leading beauty brand, Charlotte Tilbury, collaborated with a global motorsports initiative, Formula 1 Academy, to support female talent and to increasingly appeal to both genders as a potential audience. The beauty and sport co-sponsorship did not disappoint.
What happened?
- Earned Media Value (EMV): The collaboration generated an estimated $3.71 million in earned media due to expansive coverage and online social trending.
- Audience Engagement: The partnership was recognized and appreciated by the growing female fanbase of Formula 1, resulting in over 300 million female fans engaging with the sport internationally in 2024. With over 38 million impressions since the campaign’s launch, the fusion of the two companies effectively expanded its exposure to a wider audience.
Recognizing the rising interest in women’s involvement in motorsports, Charlotte Tilbury’s marketing strategists discovered one of the most effective ways to tap into a more complete international audience and a cultural movement.
4. Subway x Charles Barkley
A more unusual collaboration, which led to more unexpected celebrity partnerships, was Subway’s collaboration with NBA legend and personality Charles Barkley. Barkley was not promoting Subway as an athlete endorsement; instead, he provided his legendary voiceovers for their “Eat Fresh Refresh” campaign, which created waves throughout the public.
What happened?
- Sales Growth: Subway experienced double-digit sales growth in key markets following the launch.
- Brand Favorability: Subway revelled in an 8.4% increase in brand favorability after the campaign aired, proving that the marketing strategy of using Barkley’s famous voice was a key factor in annihilating its competition.
This strategy was revolutionary because it recognized Barkley’s recognizable voice and personality as its own distinct brand form, with its own diverse audience. This unexpected approach created memorable, engaging ads that set Subway apart from its competitors.
Crafting and Catering Complete Collaborations
Blue Zone Marketing follows tried and true trends and strategies that work in every effective collaboration. At the same time, we research unusual successes with an eye toward innovating novel techniques to deliver the perfect and complete marketing concoction for the brands we represent. Here are a couple of our successful collaborations:
- Local Brewery x Coffee Shop: Blue Zone facilitated cooperation between a local brewery and a coffee shop to produce a unique coffee-flavored stout. This strategy blended two beloved local businesses and increased sales by 30% in the first two weeks. The buzz around the release generated attention from local media and expanded the local product’s reach.
- Gonzaga Basketball Athletes x Mike White Ford: Much like the Subway and Charles Barkeley model, Blue Zone maximized this marketing strategy with the twist of promoting college athletes through marketing collaborations—a mutually beneficial relationship for both entities that promotes two brands that have strong followings in the local community.
So, Genius or Temporary Hype?
Brand collaborations, professionally strategized and executed, can result in increased sales, broader brand awareness, and memorable consumer experiences. The examples above emphasize how powerful these partnerships can be when you have the right formula and thoughtful implementation.
At Blue Zone Marketing, we work closely with brands to carefully craft collaborations that are successful and impactful and build and maintain long-term, valuable relationships with consumers. To investigate collaboration opportunities for your brand, contact Blue Zone Marketing today and up your online marketing game.